Defined the brand visual language, scaled it into UI design, and built the UX to support it — end-to-end design ownership for the global mountain biking community's all-in-one platform.

Led social activation end-to-end — +95% Facebook reach, +29% ticket sales against the prior year.

Took an agency from zero brand to a fully systemised identity. Logo, site, and content engine driving a 400% YoY increase in client enquiries.

Concepted and led production end-to-end on a story-led launch film, delivering a hero video, 30 supporting assets and 150+ photos in a two-week turnaround.

Designed a flexible packaging system from scratch with no existing brand book, balancing shelf impact with budget-friendly, production-ready execution.

Took full creative ownership of a flagship product launch. Strategy, budgeting, shoots and final assets for Lazer's first KinetiCore full-face helmet.

Built Lazer's first formal content strategy, shifting to 3D-rendered imagery and managing a €250K budget delivered on forecast.

Directed an international shoot from concept to final image, capturing authentic performance storytelling for Lazer's road range.

Guided creative direction across a global tech launch spanning 1.5 years, aligning an external agency with brand and product strategy.

Redesigned Lazer's global packaging system across five box types.

Built Lazer's first brand book from research and stakeholder workshops, creating the brand foundation still used by global partners today.

Sole in-house creative on a large-scale Milan metro takeover. 16 billboards and 5 floor vinyls, production-ready for a key European market.

Sole in-country artworker for Dyson's Paris hair science press event, producing print-ready event graphics, lightboxes and flyer artwork for French press to brand standard.

Delivered production-ready artwork across hundreds of campaigns, adapting layouts for 20+ languages and scripts to Dyson's exacting standards.